Producing quality content can help prop your firm up as an authority in your field and increase your Google ranking at the same time.
You’ve probably come across several vendors who have offered up some kind of “Special Sauce” to get your site to the top of Google. Sure, there are a few quick fixes some gurus can implement to optimize your site, but that can only get you so far. The most tried-and-true method of improving your presence both on the web and on Google is quality content.
We live in a world now where a significant number of people will do the research before making a decision. Making a decision on who to hire as your personal injury attorney can require some research. If you’re attributing your cases, you’ve probably noticed that leads generated from the web are generally more well-versed with your practice than those that are calling from a TV or Radio ad. This is because they were online finding information about you and your firm before making the decision to call.
Your content marketing strategy is essentially building a resource center for both potential clients and Google. This resource center can also take many forms. Some popular content marketing methods include the following:
- Video Libraries
- Social Media
You’ll probably notice these as the most popular things people interact with online. Part of getting more potential clients to sign is gaining ways for them to interact with you. Many of these methods also function in improving your ranking on search engines. While you may wonder who reads your blogs, you can always know that your old pal Google reads everything you put out there.
Your main goal for producing content should be ensuring quality, helping people learn about and understand the world of Personal Injury. After all, an informed potential client makes your job that much easier. An emphasis on well-written, authoritative content not only better helps people learn; it also receives love from search engine bots that constantly are deciding whether your content is worth being put in front of people searching for it. Google, much like us, will prefer actual content (like this article you’re reading right now) over incoherent garbage (Totally not this article you’re reading right now).
Before you’ve built your extensive vault full of video and blog content, you’ll need to start with a plan. For instance, is there a specific area under the Personal Injury umbrella that you specialize in? It would probably be a good idea to display your knowledge in that area to set yourself apart from others. Keep producing good content, and keep watching your firm rise in search results. Keep watching your firm rise in search results, and count all the new clients walking into your doors.
Eric Elliott is a marketing and creative professional and serves as Principal for VIP Marketing and Advertising an integrated marketing agency, Principal of Craft Creative and Editor of The Legal Ad Journal, based in North Charleston, SC.
In 2018 his advertising agency, VIP Marketing and Advertising received notoriety as one of the top 400 branding agencies in the United States by Clutch. When Eric isn’t working on an ad campaign or creating the next advertising masterpiece for his clients he spends time with his wife and children. He enjoys consuming social knowledge and attending marketing conferences. He is currently focusing his energy toward his podcast The AdCast and publishing a self-help memoir. You can reach him at Eric@heyimeric.com or various social media sites like Facebook, Instagram, Linkedin, Snapchat.